The Drum Awards Festival - Official Deadline

-d -h -min -sec


Tata Consultancy Services CMO on the 'nuts and bolts' of its new branding


By Amit Bapna, Editor-at-large

March 31, 2021 | 4 min read

Tata Consultancy Services (TCS), the leading global IT services, consulting and business solutions organization, which is part of the Indian conglomerate Tata Group has launched its new brand statement ‘Building on belief’. The Drum spoke to Rajashree R, chief marketing officer, TCS about the new vision.


Tata Consultancy Services (TCS) launches its new brand articulation ‘Building on Belief’

The idea behind the launch is to articulate its mission and relationship with customers as it embarks on its next decade of transformation-led growth, as per the company statement. UK based brand consultancy Brandpie has worked on the IT company’s new brand articulation.

The new statement was arrived at after an extensive brand positioning exercise, done by the brand where more than 100 customers and several 100 TCS associates participated with more than 70% of participants being millennials.

“After this extensive consultation, ‘Building on Belief’ was identified as our brand statement”, shares Rajashree R, chief marketing officer, TCS in an exclusive chat with The Drum. A formidable player, TCS has been ranked among the top three IT services brands in the world by Brand Finance and is also recognized as a Superbrand in the US, as well as in the UK, for its brand reputation.

Why this articulation makes good business sense

Explaining the rationale behind new brand articulation, Rajashree R says, “The new brand articulation and purpose statement paves the way to engage with the customers as their growth and transformation partners and bring together the power of our contextual knowledge and expertise, to help them master their journey. One thing that this pandemic has taught us is that technology has emerged as the force multiplier and every aspect of our society is now intertwined with technology."

"We dwelled on this positioning as we want to tell this larger story: in the end, if you look at it, technology is enabling us in a way that helps make the world a better place", she adds. “Everything that our clients do and what TCS does is not just impacting their customers but impacting communities, countries, and our society at large and for the better.”

Is the new positioning a shift or an evolution?

“The new brand articulation and purpose statement paves the way to engage with our customers as their growth and transformation partner of choice and bring together our contextual knowledge and expertise to help them master their journey and this messaging will be ingrained across all our stakeholders”, says Rajashree R. In her view, the change marks an evolution of the brand’s positioning rather than a shift or a change.

The media-plan and the stakeholders

Finally, any campaign is only as good as the efficacy of its media plan and the reach that it has. The message must finally reach our customers, says Rajashree R.

"For external stakeholders like the clients, the new positioning will reflect in all the consumer and community-driven activities including Innovation forums, and marathon sponsorships. Our employees are our primary brand ambassadors, and we are going to put equal, if not more, focus on employee communication", she adds.

Even this positioning came to fruition in a collaborative manner where the TCS employees were involved in the process of creating the new positioning.


More from Marketing

View all


Industry insights

View all
Add your own content +